Lord Sugar under fire once again for World Cup joke
Lord Sugar is once again under fire for a controversial tweet about England's World Cup opponents.
The Apprentice star was recently forced to publicly apologise amid a backlash calling for the BBC to sack him, after he compared the Senegal football team to "the guys from the beach in Marbella" last month.
At the time, Lord Sugar said his tweet had been an "attempt at humour" that had backfired, and insisted that he'd in "no way intended to cause offence" with the joke that was widely condemned.
The businessman took a much more defiant tone when called out by Twitter users during Wednesday's semi-final World Cup match between England and the Croatian national team.
Appearing to mock the surnames of the Croatian squad, Lord Sugar tweeted: "Annoying and irritating player for Croatia..... Iv got an itch Ivgotanitch."
Do you want this to copy from tomorrow, Al? pic.twitter.com/xSJHBi2ybq
- so cactus so owl (@liam2308) July 11, 2018
A backlash was once again swift, with one user posting a screenshot of his previous apology along with the message: "Do you want this to copy [for] tomorrow, Al?"
Many others simply seemed disgusted by the joke:
Racist-ich
- dave clare (@UrMateDave) July 11, 2018
Shugs son give it a rest before you have to send out another grovelling apology.
- Kawsar (@kayz434) July 11, 2018
you're fired
- Conor O'Boyle (@conoripl) July 11, 2018
- Daniel Casey (@DanielCasey89) July 11, 2018
How did you ever make so much money with that brain
- David Lawler (@Super7lfc) July 11, 2018
christ I’ve seen some dead banter but this might top it
- george 🇸🇳🇬🇳 (@ffsGeorge2) July 11, 2018
When retired rugby player Chris Pilgrim quipped that Lord Sugar was trying to "digaditch" with his "casual racist jokes", the TV host shot back: "Why dont you pi.. off (sic)."
Digital Spy has reached out to Lord Sugar's representatives about the backlash over his latest tweet, and has also contacted the BBC for its response.
In response to his original joke about the Senegal team, a BBC spokesperson said in June: "Lord Sugar has acknowledged this was a seriously misjudged tweet, and he's in no doubt about our view on this. It's right he's apologised unreservedly."
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